Multi-factor service design: identification and consideration of multiple factors of the service in its design process

Chiehyeon Lim (), Ki-Hun Kim, Min-Jun Kim and Kwang-Jae Kim
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Chiehyeon Lim: Ulsan National Institute of Science and Technology
Ki-Hun Kim: Pohang University of Science and Technology
Min-Jun Kim: Samsung Electronics
Kwang-Jae Kim: Pohang University of Science and Technology

Service Business, 2019, vol. 13, issue 1, No 3, 74 pages

Abstract: Abstract Service design is a multidisciplinary area that helps innovate services by bringing new ideas to customers through a design-thinking approach. Services are affected by multiple factors, which should be considered in designing services. In this paper, we propose the multi-factor service design (MFSD) method, which helps consider the multi-factor nature of service in the service design process. The MFSD method has been developed through and used in five service design studies with industry and government. The method addresses the multi-factor nature of service for systematic service design by providing the following guidelines: (1) identify key factors that affect the customer value creation of the service in question (in short, value creation factors), (2) define the design space of the service based on the value creation factors, and (3) design services and represent them based on the factors. We provide real stories and examples from the five service design studies to illustrate the MFSD method and demonstrate its utility. This study will contribute to the design of modern complex services that are affected by varied factors.

Keywords: Service design; Multiple factors; Value creation; Design space; Service representation (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (2)

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DOI: 10.1007/s11628-018-0363-z

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